Indian dairy major Amul has renewed its partnership with the Argentine Football Association (AFA), continuing as the national team’s official regional sponsor and extending the association into its fourth consecutive year. The renewed agreement will cover Argentina’s campaign through the FIFA World Cup 2026, where the team will defend its 2022 championship title.

With the extension, Amul remains the first Indian company to serve as a regional sponsor of the Argentine national football team, reinforcing the brand’s long-term strategy of leveraging global sport to deepen consumer engagement in India.

Confirming the renewal, Claudio Fabián Tapia, President of AFA, described Amul as a foundational partner in the association’s India-market strategy. “The extension of Amul, a historic Indian company and our first regional sponsor in India, reflects the growth of our team’s presence and passion in the country,” he said, adding that AFA’s international expansion continues to consolidate India as a priority market.

As part of the renewed partnership, Amul will launch a special range of co-branded products featuring Argentine players, alongside exclusive fan merchandise for Indian consumers over the coming year—signaling a move beyond logo placement to integrated brand activation.

Dr Jayen Mehta, Managing Director of Amul, said the partnership aligns the cooperative’s mass-market identity with a globally resonant sporting franchise. “Just like football, Amul connects hearts across borders. We are proud to continue our association with the FIFA World Cup Champions Argentina—a team that inspires millions through passion, skill and collective spirit,” he said.

From AFA’s commercial perspective, the renewal reflects measurable brand outcomes rather than symbolic alignment. Leandro Petersen, Chief Commercial and Marketing Officer at AFA, noted that repeated renewals signal durability in brand partnerships. “Each extension represents the solidity of the work done together and positive consumer results. This partnership with Amul strengthens AFA’s long-term brand building across key growth markets, including India, China, the Middle East and the United States,” he said.

The partnership underscores how Indian consumer brands are increasingly using elite global sports platforms to build cultural relevance, premium positioning, and international visibility—well beyond traditional advertising channels.